Bumbaca, Rico

Research

Rico’s research interests are in the development and application of big data methods in marketing with a focus on Bayesian hierarchical models, target marketing, loyalty programs, market segmentation, distributed Markov chain Monte Carlo methods, nonparametric methods, structural econometrics, and scientific visualization.

Big data methods, Bayesian hierarchical models, target marketing, loyalty programs, market segmentation, distributed Markov chain Monte Carlo methods, nonparametric methods, structural econometrics, scientific visualization

MBAC 6081 - Data and Decisions
Primary Instructor - Fall 2019 / Fall 2020 / Fall 2021 / Fall 2022 / Fall 2023 / Fall 2024
Employers need managers who can integrate business knowledge and insight with the vast amount of data available using modern analytical tools. Students will access data from multiple sources, manipulate the data so it is ready for analysis, perform multiple regression analyses, validate the models they develop, and use the results to inform decisions. Goes beyond Excel spreadsheets to expose students to tools such as R and Tableau.
MKTG 3350 - Marketing Research and Analytics
Primary Instructor - Fall 2018 / Fall 2019 / Fall 2020 / Fall 2021 / Fall 2022 / Fall 2023 / Fall 2024
Explores fundamental techniques of data collection and analysis used to solve marketing problems. Specific topics include problem definition, planning an investigation, developing questionnaires, sampling, tabulation, interpreting results, and preparing and presenting a final report. Required for marketing majors. .